Is your company an omni-channel company?

It’s a lot to ask brands and companies to optimally serve the client in an easy, fast and relevant way. Apart from silos, platforms, location and time. Where do we start? Many brands don’t even know where they stand. That’s your start!

How? By having a look in the mirror and deciding what type you are. And by getting to know the culture of your brand: who you are. When that’s all clear, slowly a vision and starting point arises: how mature is your organization? What do you have to offer your consumers and how can you improve your service?

Companies can easily, quickly and effectively measure this with a scan that measures the growing curve of your company. With a few simple questions it’s easy to figure out where you stand. These insights give you clues in next steps, and to grow even further. Together with several experts from ShoppingTomorrow we describe the building blocks and the different organization types.

How does such a scan work?

First off, you research what your company believes in and who you are exactly. How would you describe the type of organization you work for? Are you a single-channel organization: a sort of speak traditional brand that mainly sells through stores? Do you represent a silo-organization: a multi-channel company. Or would you consider yourself a fragmented organization: a multi-channel company partly integrated, but with cannibalism between the own channels. Maybe you’re even one step further and do resemble an integrated organization: a brand that fully operates omni-channel and has all channels integrated around the clients needs during their customer journey.

When you know your brand’s type then you can research the building blocks of your organization. What’s the strategy, what’s the culture, what’s your skill set, what’s the management style of the company and which processes have you enabled to optimally serve your clients? These building blocks are made out of different parts.

Strategy is about the vision of your company, the client orientation, the management style and integration of external developments within the organization. Is your company designed to fully grant all your clients and consumers wishes? Does your organization employ innovative and inspiring managers and employees? How flexible is the organization, can you change overnight?

Culture is about the values of your company. Are you an open or closed organization? Do you mind to change? Do you experiment or do you rather choose the safest option? And does the organization model fit the way you want to interact with clients and consumers?

Skills and development is about the knowledge and know-how of your organization and employees. How quickly are new skills developed and used? Do you focus on creating generalists or specialists? Would you say your company and its people are digital savvy?

Management is about KPI’s: what are your company’s focus points and how do you measure them? Financial incentives help with managing, for example through budgeting and rewarding. How well do you communicate about the course of your organization and what’s the quality of internal collaborations?

Process is about transformation, innovation and the digitization. How do you set up processes so they can make fully data-driven decisions? How do you make sure innovation isn’t incidental, but part of the complete agile organization? How far are you with digitizing internal processes? Are all channels integrated? In a nutshell: are processes designed to create the optimal customer journey?

In my next blog I’ll give you a few examples of different organization types and brands that are in different stages. What are the differences between them and what are the questions they’re dealing with to better serve their consumers? And, I’ll give tips how you can create more client value on a day-to-day basis.

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